Apple dropped the “plus” from its streaming service’s name in October, aligning with the company’s usual approach of reserving the plus sign for free services that offer paid versions, such as iCloud+.
Following the rebranding, Apple has now introduced a new intro bumper and soundmark for its TV service. The company uploaded a five-second video featuring the streaming service’s new logo emerging through a hazy, multi-colored animation before coming into sharp focus at the center of the screen.
Accompanying this visual is a distinctive soundmark, which the composer refers to as a “mnemonic.” According to Finneas—whom you might know as Billie Eilish’s brother and frequent collaborator—this soundmark will play before every show and every episode in a series on the platform.
“The things that I think of as real classic mnemonics are NBC—you can hear that in your head—or HBO with its static,” Finneas told Variety. He also noted the iconic Netflix “tudum” sound. Only time will tell if Apple’s soundmark leaves a similar cultural impact.
Finneas explained that the five-second version Apple released will be played before every movie and in between episodes of shows, meaning viewers are likely to hear it multiple times during a binge-watch session.
In addition to the main intro, Apple created a one-second version of the soundmark for trailers, as well as a 12-second version for content released in theaters, such as the film *Killers of the Flower Moon*.
https://www.engadget.com/entertainment/streaming/apple-tv-has-a-new-intro-bumper-and-soundmark-140016449.html?src=rss